Ethan Whitmore, Co-founder and Analyst at Whito

Ethan Whitmore

Co-founder and analyst, Whito

What Ethan researches, how the figures are checked, and where to read the full studies.

What Ethan works on

Ethan is a co-founder of Whito and one of its two named analysts. He has spent more than nine years in SEO and ecommerce, inside global SaaS platforms, enterprise brands and payments companies. That work covers technical SEO, content strategy, conversion and video.

At Whito he brings that background to the two questions the studies ask: what UK businesses are really charged for marketing, priced from sellers’ published pages, and which businesses AI search recommends when someone asks it for a supplier. Names in the AI studies are checked against Companies House and the sector registers.

Whito Ltd is registered at Companies House, number 10918465. Registered office: 20-22 Wenlock Road, London N1 7GU.

Selected work

UK SEO costsWhat UK agencies and freelancers charge for SEO, from their published pricing.UK PPC costsWhat it costs to have Google Ads managed in the UK, from published rate cards.AI electrician recommendations in the UKWhich electricians AI search names, and whether those names check out.UK Software Waste IndexThe gap between the software UK businesses pay for and what they use.UK care sector statisticsThe size and online presence of the UK care sector, from public registers.Freelance marketer vs agency day ratesWhat freelancers and agencies charge per day in the UK, side by side.

The full archive is on the research hub. The datasets behind each study are on Whito Data.

Read the research

See all research Check whether AI search names your business

The other analyst

Whito publishes under two named analysts. Jacob Whitmore is the founder and lead analyst, and set the method these studies follow.

Contact for figures

Question a figure or ask for a correction on the contact page. Journalists are welcome to check any number against its named source before quoting.

Corrections and right of reply are handled through the corrections policy.